SMCP leads the future of luxury retail with AI-driven digital transformation

SMCP – Sandro, Maje, Claudie Pierlot & De Fursac, a leader in accessible luxury, has been on a remarkable journey of digital transformation, revolutionising the way it engages with consumers across 47 global markets, including Asia.  

As digital channels increasingly dominate the luxury space, brands such as SMCP must find new ways to stay relevant, connect with customers, and remain agile. Emarsys has been a long-term partner in empowering SMCP to achieve this transformation, driving personalised, data-driven engagement across multiple channels. 

Howell Wong, regional director of transformation and operations at SMCP, has been at the forefront of this transformation. Initially trained as an engineer, Wong’s career evolved from technical roles to leading business transformation programs across luxury, retail, and FMCG industries. Since joining SMCP, he has been focused on evolving the company’s digital marketing infrastructure, which had been lagging behind consumer expectations. 

One of the key challenges SMCP faced was the increasing complexity of consumer behaviour. As Wong notes, “Customers are becoming less brand-loyal, with too many options and touchpoints. Our goal is to simplify their shopping journey and deliver value across every interaction.” To achieve this, Wong spearheaded the overhaul of SMCP’s data and messaging systems, focusing on enhancing specific channels, including the implementation of Emarsys for SMS and email communication. 

SMCP has been able to deploy personalised communication tailored to the preferences and behaviors of individual e-shop consumers by leveraging the capabilities of Emarsys. With the platform's advanced segmentation, it enables more precise marketing across the various brands within the group, enhancing the overall effectiveness of their strategies.  

As a leader in technology, SMCP is also experimenting with in-store livestreaming and exploring virtual fitting solutions to further engage consumers and elevate the overall experience. 
 
A cornerstone of SMCP’s strategy has been its loyalty programme, particularly in China. This integration has had significant results, the newly recruited customers have an increase of repeat purchase rate of 9% within just a few months of launch. This success demonstrates the power of a well-executed loyalty strategy in driving both customer retention and revenue growth. 

Moreover, SMCP has optimised its supply chain to align with its digital transformation goals. The company now ships products from both warehouse and store inventories, improving fulfillment speed and reducing costs. This shift has significantly boosted operational efficiency and improved the customer experience by ensuring faster, more reliable delivery options. 

Looking ahead, SMCP plans to continue refining its omnichannel strategy, with a focus on enhancing consumer engagement through innovative storytelling. As Wong emphasises, “Storytelling is at the heart of what we do. Whether through livestreaming, influencer partnerships, or AI-generated content, we want to ensure that every consumer interaction is meaningful and personalised.” 

SMCP is well-positioned to navigate the evolving digital landscape by embracing changes. By prioritizing personalisation, omnichannel integration, and customer-centric storytelling, the brand continues to uphold its mission of delivering accessible luxury on a global scale. In the rapidly changing world of luxury retail, SMCP’s digital transformation journey offers a powerful blueprint for success. 

This article is sponsored by Emarsys.